Bon Iver's Justin Vernon previously had some choice words for the Grammy Awards, but it's seems he's changing his tune -- or at least going along with the Recording Academy's stunning new commercial for his band.
Ahead of the Grammys on Feb. 12, the folksy introspection of Bon Iver's "Holocene" (up for Song of the Year and Record of the Year) has been interpretted through outdoorsy animation in which fluttering birds come together to form the silhouette of Vernon's face. (Gives new meaning to the phrase "put a bird on it.") Watch below.
Bon Iver, also nominated for Best New Artist and Best Alternative Music Album, is one of four artists included in the awards' "We Are Music" campaign. Adele, Skrillex and the Foo Fighters have also received commercial treatments before the Grammys telecast on CBS. (Watch Adele's clip here and Foo Fighters' clip here.)
As for Vernon's not-so-kind comments regarding the validity of the Grammys, he told the New York Times: "We should not be gathering in a big room and looking at each other and pretending that this is important."